Hard Rock counters Red Lion branding claims

Hard Rock International will contest a lawsuit filed against it by Red Lion Hotels’ parent company claiming it copied plans for branding aimed at millennials.

RLH Corp.’s claims are without merit, Hard Rock said in a statement released Friday. The statement said Hard Rock would not comment further on the pending litigation.

Spokane-based RLH Corp. filed the lawsuit Wednesday in U.S. District Court in New York.

Red Lion debuted its hotel brand targeting millennials two years ago. The concept, designed by The Gettys Group, features a coffee bar with trained baristas in the lobby, a stage for local artists and civic events with stadiumlike seating, and tech-savvy front desks that allow guests to check in at kiosks, if they prefer.

In the lawsuit, Red Lion accuses Hard Rock Cafe of launching a competing line of hotels aimed at millennials, called Reverb, with a knockoff design. The Gettys Group also designed the Reverb hotels, the suit said.

Red Lion is seeking an injunction against Hard Rock Cafe, damages, profits from the Reverb chain, legal fees and costs. The company also is taking action against The Gettys Group.